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Posted on 06.28.18

Brand over marketing: The 60/40 split

Here’s an idea that may be controversial: You should be investing more time and effort (and therefore $$$) into your brand than your marketing. Sure, we’re a little biased (we’re a branding studio, after all), but the data backs it up. “Media in Focus,” a report on the effects of mass marketing produced by Google [...]

Posted on 06.28.18

Xenith rebrand and packaging work featured on Brand New

This week our Xenith rebrand was reviewed the much loved and feared Brand New site by the folks at Under Consideration. It’s a strange/scary experience to release your work into the wild, and having it analyzed by respected peers in the design community takes this feeling to a whole new level. Thankfully, we were in [...]

Posted on 05.10.18

Mastering the “Stop, Hold, Close”

As one of the most important brand–customer touchpoints, a brand’s packaging needs to stand out from the competition, while also answering how the product solves a customer’s needs. Here at Skidmore, we use the “Stop, Hold, Close” method – a process for getting the most out of that sliver of time a customer spends contemplating [...]

Posted on 01.24.18

Fun meets function in EMBC beer can design

Nothing better than kicking back with a beer bursting with flavor AND personality. Luckily these cans we designed for Eastern Market Brewing Company contain both. Check out a piece from Packaging Strategies Magazine on the design!

Posted on 11.30.17

Lessons from insurgent food brands

In our latest white paper, we take a closer look at the successful strategies insurgent food brands employ to connect with customers. EXECUTIVE SUMMARY Big brands aren’t as big as they used to be. In today’s grocery aisles, smaller upstarts are gaining momentum—and market share—with savvy packaged-food branding that speaks to a more engaged, more [...]

Posted on 11.03.17

Striving for extraordinary partnerships

Recently I was asked, “What makes a really good client?” My initial reply was to spout off a series of thoughts I developed over the years working with clients of all shapes and sizes. Statements that were primarily from the studio’s perspective, like…They need to be big thinkers. They need to have a budget. They [...]

Posted on 10.26.17

The do’s & don’ts of candy packaging

The Skidmore candy drawer is basically our water cooler – and this close to Halloween, it’s packed full of treats. Which is why this episode of Branding Bites is all about candy packaging. Watch as Shawn and Kacha break down the packaging tricks that sell our favorite treats. Rather read than watch? Check out the transcript [...]

Posted on 10.11.17

Menu writing tips from a hungry copywriter

Menus are everywhere – the cozy chalkboard at your neighborhood café, the oversized menu at the local burger joint, the minimalist menu at your favorite upscale restaurant. Big or small, simple or complex, beautiful or merely functional, menus are arguably the most important touchpoint between a restaurant’s brand and its customers. However, as pervasive as [...]

Posted on 09.28.17

Keeping fans in the stands

Sports teams straddle the line of brand and entertainer, with most of their success depending on the unpredictable rise and fall of the season. They can always depend on their core band of brand loyalists to show up rain or shine, but is there a way to appeal to fair-weather fans on a cloudy day? [...]

Posted on 09.14.17

Takeout, carryout, and all things delivery

As different delivery methods battle it out for who can grow the fastest, it’s no wonder about 20 percent of people in the US order food delivery at least once a week. Now, there’s no limit to what cuisine you can eat from the comfort of your own home any given night of the week [...]